Los Angeles daily herald., 1887-09-07

We beg leave to Introduce ourselves
to your present and prayerful consid-
Grafton. We have secured this column
in the HERALD for one year. During
that year we shall pay the HERALD for
printing these specials. At the end of
the year we expect that the HERALD
will pay us for the privilege of publish
ing them. We shall continue each
advertisement usually for a week,
sometimes not more than three days,
occasionally the same matter may be
printed for ten days, never longer, for
the public abhors chestnuts.
Our purpose is to try and sell real
estate, not on commisslon-that is,
not in the ordinary sense. The lands
that from time to time we may offer for
sale, will be lands in the sale of which
we will have something more and
dearer than a brokers' interest, that is
dearer to the vendor, not dearer to
the purchaser. In offering properties
we shall endeavor to lift advertising
out of the dreary and in some instances
the driveling ruts into which it has
fallen, and thus deserve well of the
reading public. Jerry Black-a mas
ter of vigorous English-was accus-
toned to say that "the reading Of
newspapers is benumbing to the in
tellect. This if not always true of
the editorial and news columns, is
abundantly true of the advertising de-
partment. In the presence OF columns
of display type, and columns of dry
phrasing, and columns compounded
of gush and yawp, the average reader
becomes so Frustrated that he forgets
| what it is all about: he has a confused
idea that somebody has for sale an
orange grove adjoining Temple Block
and somebody else wants three thous-
and dollars foot for a brownstone
orchard with plate glass Cont, three
miles from the city limits, and 80 to
cool off his half-cremated brain and
take the taste OF bad English out of his
mouth, he actually reads one of Jo
Lynch's editorials.
Southern California is supposed just
now to have boom, and a condition OF
affairs which justifies such rents as are
asked for the rookeries which disgrace
the block bounded by First, Second
Spring and Main streets does seem to
be Il little inflated, but it is only a
seeming after all. In fact, the boom
is only beginning, for as we write
these lines, there are hundred thous.
and people east OF the Rocky noun.
tains, who are packing their Lares
and Penates (Lares and Penates,
friends, are not lunch baskets, but
household gods) and preparing to skip
away from billiards. and pneumonia,
and seek these golden shores.
What do you suppose will be the
effect on a tenderfoot as he rides on a
January morning into the lush and
perfume of Southern California, and
heholds the sunny south of his boy
hood, the New Jerusalem of his the
ology, Hesperides OF his classics, all
combined in an actuality of golden
orchards and flower bespangled lawns
Do we not know what the effect will
be? Why before the dust is washed
from his face, and while the ill-cooked
and besmeared food of his first-class
hotel yet mangles in his "innards," "
he will bic him to the nearest real es-
tate office to purchase piece OF this
Paradise. And he will write back to
his friends in the East and advise
them also to come, and they will fol-
low his advice, and so the tide of i'm
migration will flow and flow with
never a refiuent wave. aed values will
climb and climb, as does the hunter
with an unloaded rifle when there is a
tree handy and grizzly bear close at
hand.
Our purpose is to help these wealthy
emigrants to health and happiness by
helping them to the ownership OF
lands in Los Angeles and San Bernar-
dino and San Diego and Baja Califor-
mia, and even as far north as Ventura
and beyond. We draw the line only
at Oakland. Although we are a cor
poration yet we have conscience,
and we will not eulogize place where
they fasten Riverside oranges with
giant cement to scrub oak trees, and
grope their way through the fog to the
Terry boats, wheeling out lies about
Los Angeles.
We will shortly have two splendid
properties to place on the market. One
is a new seaside city on the California
Southern ROAD, gem of a place. The
workmen are now busy grading the
avenues, laying water pipes and build
ing railroad station and lighthouses.
The other is beautiful valley one
hundred and fifty thousand acres in
Baja California. The railroad engi-
neers are now at work planting stakes
for the railroad which will shortly
connect our southern neighbor with
ourselves. These lands are incom-
parably fertile and abundantly wat
cred and the climate is matchless.
They will be Offered for about one
fifth the price OF similar lands in Cali
fornia. Wait little. -s...-<.
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